VCCP selected as McDonald’s new employer brand agency.
McDonald’s has announced the appointment of consumer advertising agency, VCCP, to oversee its employer brand and recruitment advertising business.
The appointment follows a three-month pitch process led by Oystercatchers as part of a strategic review to assess the role of McDonald’s employer brand work.
This will mark the first time McDonald’s UK has moved away from a traditional recruitment advertising agency and is a clear indication of the importance the company places on building its reputation as a good employer.
Jez Langhorn, Head of Talent and Education at McDonald’s UK, who worked closely with Oystercatchers throughout the pitch process, said; “After what was a very thorough pitch process we are excited to be working with VCCP and are confident they will continue the progressive and eye-catching work that we have already done in the area of employer brand and recruitment.”
He continued: “From start to finish the team impressed us with its professionalism and creativity and we look forward to bringing some of their ideas to life in the near future.”
The new work will follow a number of previously successful employer reputation advertising campaigns such as ‘Not Bad For a McJob’ and the more recent ‘My McJob’, both of which worked to address the perception gap around the reality of working at McDonald’s.
With McDonald’s currently receiving over 2,500 crew applications a day and employing around 150 new people a day, it is clear that previous employer reputation campaigns have had a positive impact. McDonald’s and VCCP’s work will therefore be firmly focussed on enhancing the company’s employer reputation rather than driving recruitment.
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For more information please contact: McDonald’s Press Office on 0208 700 7320 or email Jenny Rayner at jenny.rayner@uk.mcd.com or Natalie Kirby at natalie.kirby@uk.mcd.com
Notes to Editors:
• Leo Burnett will continue to be McDonald’s main advertising company in the UK.
About McDonald’s as an employer:
McDonald’s has a proven track record of investing in the development of employees and offering flexibility as part of its commitment to being a modern and progressive burger company. In fact:
• McDonald’s was recognised by The Great Place to Work Institute as one of the top 50 Best Workplaces in the UK in 2007, 2008 and 2009 and was one of only five organisations with more than 10,000 employees to be included.
• In January 2009, McDonald’s announced it would provide Apprenticeships to up to 6,000 of its 72,000 UK workforce and then up to 10,000 per year from 2010, providing staff with the opportunity to gain a valuable, nationally recognised qualification equivalent to five GCSEs grade A*-C
• In January 2008 McDonald's was given awarding body status, meaning it is able to develop and award its own qualifications. The first qualification that McDonald’s is offering is an A level equivalent, a Diploma in Shift Management
• McDonald’s dedicated employee website ‘Our Lounge’ provides everything from online shift scheduling, to career and lifestyle advice and an online learning programme that leads to nationally-recognised GCSE-equivalent qualifications in Maths and English
• In 2006 an independent by Adrian Furnham, Professor for Psychology, University College London, showed that employment at McDonald’s has a positive transformative effect on young people compared to other jobs, boosting their confidence, communication skills and career prospects
• In 2004 research by the Work Foundation found that 60% of a typical franchised restaurant’s annual £1.5 million turnover – around £900,000 - stays local and generates a further £2.2 million of local spending
• 80 per cent of restaurant management and one in five franchisees started as crew
• The average tenure for a McDonald’s restaurant manager is over 10 years
• McDonald’s became the first large employer to achieve the new Investor in People Profile status and this year was awarded Gold status.
• McDonald’s is one of The Times Top 100 Graduate Employers for the tenth consecutive year
• McDonald’s was listed in ‘Britain’s Top Employers 2007, 2008 and 2009’ rankings
• McDonald’s has been listed as one of the Times ‘Top 50 Companies Where Women Want to Work’ in 2006, 2007 and 2008
• McDonald’s was named ‘Best Place to Work in Hospitality’ in both 2007 and 2008
